Paid Search Engine Marketing (PPC)
TOUCHLINE MARKETING OFFERS FULL-SERVICE PPC MANAGEMENT STARTING AT $443
Touchline serves as a trusted partner for clients who don’t want to waste money on unproven strategy, do not have confidence in their organization’s ability to manage PPC, and want to give their investment into paid search the best
chance for success. Touchline Marketing’s fulfillment team for paid search has achieved Google Premier Partner status.
How It Works
TOUCHLINE MARKETING HELPS BUSY BUSINESS OWNERS WITH THE COMPLEX AND TIME CONSUMING TASK OF MANAGING PAID SEARCH ADVERTISING ON THE GOOGLE ADWORDS PLATFORM
Each week, our team of paid search marketing experts completes a 25- point management checklist to optimize the account for quantity of calls or leads per month, cost-per-click (CPC), cost-per-acquisition (CPA), impressions, conversion rates, and return on ad spend (ROAS – eCommerce only). Our holistic approach to paid search focuses on the entire workflow for generating leads through paid search, from targeted ads to landing pages and remarketing. After an optimization period where campaign goals are reached and we have exhausted the reach on Google AdWords, we may suggest expanding to other paid search and social channels such as Bing, YouTube, and Facebook.
Our Process
Step 1: Market Analysis or Account Audit
Step 2: Client Onboarding Survey
Step 3: Account Configuration
- Step 4: Offer Identification
Weekly: Optimization Checklist
Monthly: Account Analysis & Reporting
Paid Search Marketing Management
25-Point PPC Optimization Checklist
| # | Task |
|---|---|
| 1 | Address relevant Google alerts. |
| 2 | Investigate any dramatic drops in impressions, clicks, position, etc. |
| 3 | Review Search Partners’ performance and disable if not performing well. |
| 4 | Analyze budget pacing for the remainder of the month. |
| 5 | Check prior 7-day budget. |
| 6 | Impressions share analysis. |
| 7 | Review top performing keywords. |
| 8 | Review top spending keywords. |
| 9 | Pause poor performing keywords. |
| 10 | De-duplicate keywords. |
| 11 | Add long tail keyword phrases from the search query report. |
| 12 | Drop bids on high spending, non-converting, high positioned keywords. |
| 13 | Increase bids on good quality, high ROAS keywords. |
| 14 | Research and apply negative keywords. |
| 15 | Identify opportunities to reduce costs. |
| 16 | Compare and analyze average positions and CPCs. |
| 17 | Adjust bids on low position, low quality score keywords. |
| 18 | Evaluate mobile bid performance and adjust modifier up or down accordingly. |
| 19 | Evaluate location bid modifiers if present and adjust modifier up or down accordingly. |
| 20 | Adjust ad copy on low position, low quality score keywords. |
| 21 | Test new ad copy/ad groups on low position, low quality score. |
| 22 | Review ad copy tests that have collected adequate data, and pause non-performers. |
| 23 | Write new ad copy variations where needed. |
| 24 | Build out new ad groups based on high converting search terms as needed. |
| 25 | Review placement report for non-performing, high-spending placements to be excluded. |
Interactive PPC Performance Dashboard
PAID SEARCH ENGINE MARKETING
Clients can have access to their own simplified dashboard view with includes PPC account performance and call recordings.
Monthly PPC Reporting & Account Analysis
PAID SEARCH ENGINE MARKETING
Monthly reports with executive summaries and PPC account analysis are prepared each month.
PPC Management Fees
| Monthly Ad Budget | On-Boarding Fee | Monthly Management |
|---|---|---|
| $1,000 – $2,500 | $675 | $443 |
| $2,501 – $5,000 | $1,050 | $743 |
| $5,001 – $10,000 | $1,650 | $1,268 |
| $10,001 – $20,000 | $3,000 | $2,250 |
| $20,001 – $30,000 | $6,000 | $4,500 |
| $30,000+ | Custom Quote | Custom Quote |
Minimum monthly ad spend budget is $1,000/mo. The minimum management period is 3 months. Monthly management fees start at $443/mo. plus an onboarding fee.
Additional PPC Networks
| Channel | Setup Fee | Monthly Management |
|---|---|---|
| Yahoo / Bing | $300 | See Schedule Above |
| YouTube | $300 & up | See Schedule Above |
| Facebook Remarketing | $675 | $250 |
Recommended minimum Facebook Remarketing monthly ad spend budget is $250/mo. The minimum management period is 3 months. Monthly management fees start at $443/mo. plus an onboarding fee. A YouTube Channel and a Facebook page are required to use those respective services.
Add-On Services
Paid Search Engine Marketing (PPC) FAQ
ANSWERS TO SOME OF THE QUESTIONS WE MOST OFTEN HEAR ABOUT OUR PPC MANAGEMENT FOR SMALL BUSINESS…
Once PPC on-boarding items/tasks can be completed, Touchline Marketing can begin active management of the client Google AdWords Account in as little as 5 business days.
Touchline Marketing adds the client Google Adwords account to their Touchline PPC Client Center (Google MCC).
The most common metrics used to define success criteria for Google AdWords management are:
- Cost Per Lead /OR/ What is the target Cost per Lead ($)?
- Number of Leads /or/ What is the target number of Leads per Month?
Google may, at its discretion, place any AdWords account “under review”. During this period (typically 1 to 3 business days), ads will not be eligible to run.
Google restricts and/or prohibits advertising of various products and services such as prescription drugs, firearms, counterfeit goods, etc. If Google deems a Client’s product or service to fall within one of these categories, the use of Adwords may be severely restricted or completely prohibited.
We recommend conducting a Market Analysis to see if your company, product, or service is a good fit for paid search marketing. In some cases, the costs of advertising through a specific digital channel may not make sense. It’s best to have experienced professionals make recommendations before so you don’t make expensive mistakes on your own.
A FREE Market Analysis is available to clients who are new to PPC.
- Includes an estimated cost-per-click (CPC) for achieving top position in the industry and target geographic location. We use the estimated CPC to give you a projection of potential performance assuming an industry standard conversion rate with your landing page.
A FREE Account Audit is available to clients who already have a Google AdWords account.
- Designed to identify wasted ad spend in the following areas: display network, overnight advertising, mobile devices, and search partners. Not all audits will include a waste analysis.
- Includes a brief analysis of other technical issues such as conversion/lead tracking, campaign settings, impression share, ad copy testing, keyword selection, search query analysis, and ad extension review.
- Touchline can execute audits on active AdWords Accounts with ad spend of $1000 or more within the last 30 days.
- Touchline must be provided access to the account to perform an audit.
